Vegan lifestyle turns inward through tribalistic initiatives
Implications - An increasing number of vegan lifestyle brands are releasing products or services that serve to further a sense of community surrounding veganism. From insurance policies that offer discounts for vegans to debit cards that are only operable at vegan establishments, these examples speak to the rise of vegan-specific products spanning across various industries.
Insight - Consumers who follow a vegan lifestyle often feel a kinship with like-minded individuals who follow the same cruelty-free ethos. Brands that bring this demographic together while also rewarding them will appeal to consumers looking for a sense of solidarity, community, and affirmation.
Insight - Consumers who follow a vegan lifestyle often feel a kinship with like-minded individuals who follow the same cruelty-free ethos. Brands that bring this demographic together while also rewarding them will appeal to consumers looking for a sense of solidarity, community, and affirmation.
Workshop Question - In what ways can your brand make use of tribalism in its products and services?
Trend Themes
1. Vegan Community Building - Vegan lifestyle brands are releasing products or services that further a sense of community surrounding veganism.
2. Health-conscious Insurance - Health IQ provides healthy people with lower insurance rates in exchange for data collection, specifically targeting health-conscious individuals who subscribe to a vegan diet or regular exercise.
3. Plant-based Incentives - Beyonce and Jay-Z are promoting a plant-based diet to their fans and even offering free concert tickets as an incentive for their fans to undertake a diet challenge.
Industry Implications
1. Vegan Retail - Orchard Grocer is an all-new vegan shop in NYC that caters to vegan consumers, while a rise in plant-based eating has created a high demand for dedicated vegan businesses.
2. Food Search - Happy Cow is a tool for finding vegan and vegetarian restaurants, but it is also a community platform for vegan and vegetarian people around the world.
3. Fintech - Vegannection provides a unique vegan debit card for its members that can only be used at vegan establishments and grants users 2% cash back on purchases.
